Barbaccia has worked for IPSOS as International Director of Audience Measurement since last August. He came from AGB Nielsen Media Research, where he worked as Director of Metering and Field Operations, and before that as Operation and Business Development Director in AGB Nielsen UK for BARB. Since joining ACNielsen in 1984, he has held a number of senior positions, including that of European Panel Operations Director at Nielsen//NetRatings; South European Panel Operations Director, responsible for the set-up and management of web-audience samples in Italy, Spain, Switzerland and Austria; and as Sources Director, managing ACNielsen operations in Italy for the FMCG business. www.sempl.si

1. MediaCell:
Is this on?
How can new technologies help us discover the habits of listeners?
November 2011

2. Agenda for Today
 Technical description of passive measurement
 Field Trials
 The London Radio Panel

3. 3
Technical
description
3
An Overview of MediaCell

4. Ipsos radio measurement in 27 countries
Region Countries Samples Methods Main surveys
Europe Diary/Online
9 388,000
(1992) /CATI
Latin Personal
America 7 154,000 interviews/
(1999) CATI
MENA &
Africa 11 118,450 CATI
(2000)
4
4

5. Electronic measurement
5
 Why?
– Traditional methods struggle with increase in number of stations
– Increasing respondent burden in diary/DAR methods
– Rapid feedback, possibility to study short-term format changes
– Accountability, puts radio on a par with TV
– Possibility to combine TV and radio measurement
 Why not?
– From listening to exposure
– Potential Cost issues
– Potential Compliance issues
5

6. Approaches to electronic measurement (1)
6
 Signal encoding
– Inaudible watermark inserted by broadcaster
– Station ID, platform, date/time (plus anything else?)
 Advantages
– Currently most accurate
– Very limited data transfer need
– Easy to measure time-shifted listening
 Disadvantages
– Stations must agree to encode
6

7. Approaches to electronic measurement (2)
7
 Audio matching (finger printing)
– Device takes regular samples of audio (signatures)
– Matched against reference sites
 Advantages
– No need for stations to encode
 Disadvantages
– More difficult to measure time-shifted listening / source
– Cannot differentiate between “platforms”
– Complexity of managing reference sites
– Intense in data transfer
7

8. The Philosophy of the Data Processing
8
Real Time iMonitor Decoder Server
Encoder Independent Application on Data analysis
Inserted in monitoring station Handset
broadcast chain
DATA CENTRE
RADIO STATION AUDIO RECEPTION & COLLECTION, RATINGS
SERVERS TRANSMISSION TRANSMISSION AGGREGATION, ACCESS
PROCESSING

9. Traditional = Recall / “precall” (RAJAR)
9
 “All the situations when you listen to or hear a radio station”
– In home; someone else’s home; in a car; at work or somewhere else
– AM/FM, DAB, Digital TV or internet
 “Please record every time you listen for at least 5 minutes”
 Historical criticisms:
– Recall of normative listening behaviour to favourite brands?
– Tendency to “forget” short listening sessions?

10. Electronic = Exposure
10
 Measuring the person NOT the device (TV, Internet focus on
device)
 Exposure in all environments and occasions to:
– Radio stations that the participant chooses to “listen” to
– Radio stations that someone else chooses to “listen” to
– Radio stations that the participant is unaware of what they are “listening”
to
– Live & time shifted “listening”
– All of the above by Platform

11. The concept
11
 Software (not hardware) solution
 Runs on Smartphones
 Uses real time signal encoding
11

12. Taking Advantage of Nature:
How Intrasonics Technology Works 12
The ear/brain naturally filters out Original sound
echoes, particularly the early Early reflections
reflections
Reverberation
Loudness
Time

13. Qualitative Research:
Role of the Smartphone 13
Smartphones play multiple roles in respondents lives beyond communication. There are
some respondents who owned a second smartphone which is usually a business phone.
“I use my phone for…”
Communication Entertainment
(voice calls, text (games, videos, list
messages, emails) en to the radio)
Internet Navigation
browsing (via GPS)
Social networking Organisation
(checking on and updating (calendar, contact list)
friends)
Respondents are highly engaged with their smartphones and comfortable with using
applications and functions

14. Qualitative Research:
Where they keep their phones 14
All respondents were heavily reliant on their smartphones, which play an integral part of their
lives to the extent that most carry their phone with them so they can always hear them.
Bedside
Now that I think about it, I
table,
always have my phone in my
desk, pocket, in my hand or within
counter reaching distance!
In hand
Mobile phones
are always within
earshot
throughout the
day!
In car In pocket
Smartphones are rarely any distance from respondents throughout the day

15. Smartphone Penetration by Market
15
Base: users of mobile phones; n= 13.505
Source: GfK; The CEE Telco Industry Report 2011
Slovenia 27.6
Turkey 23.7
Lithuania 18.5
Kazakhstan 15.7
Croatia 15.5
BIH 15.5
Czech Republic 14.3
Serbia 13.3
Hungary 12.9
Estonia 12.7
Russia 11.8
Latvia 10.7
Slovakia 9.3
Ukraine 8.9
Romania 8.4

16. 16
Field Trials
16
An Overview of MediaCell

17. London Field Trials - Summary
Field Test 1 Field Test 2 Field Test 3
Sample Source Internal Ipsos & Consumer Voice Consumer Voice
Intrasonics (Ipsos Panel) (Ipsos Panel)
Sample Size 10 20 51
Dates 3-23 June 2010 16th August to 24th November 2010 to
15th October 2010 15th March 2011
Length 3-4 Days 4 Weeks 12 Weeks
Installation n/a Central Location Central Location
Stations Eagle Sound Absolute, Smooth, Absolute, Smooth,
talkSport talkSport, Kiss, Magic,
XFM
Share of Voice n/a 7% 23%

18. Field Tests: Objectives & Achievements
Field Test 1 Field Test 2 Field Test 3
Installation of encoders Yes Yes Yes
Longitudinal performance of encoders Yes Yes Yes
Recruitment Yes Yes
Documentation Yes Yes
Handset swapping Yes Yes
Handset functionality Yes Yes
Daily data collection Yes Yes
Examination of compliance data Yes Yes
Exit Interviews Yes Yes
Respondent Participation (Coincidental Yes
calls, Handsets, Incentives)
Active compliance management Yes
(Procedures, Flags, Editing, DP)
Data Examination Yes

19. Panellist Instructions: The Three Cs

20. 20
London Panel
20
An Overview of MediaCell

21. London Radio Panel: 65% SOV
21
 Stations (at least) to provide 84% Weekly Reach:
– BBC Radio 1 FM
– BBC Radio 2 FM
– BBC Radio 4 FM & DAB
– Absolute FM & DAB
– Smooth FM & DAB
– Capital FM, DAB & Web
– Heart FM, DAB & Web
– XFM FM, DAB, Web & DSAT
– Classic FM FM, DAB & DSAT
– LBC FM, DAB, Web & DSAT
– talkSPORT AM, DAB & Web
– Magic FM, DAB, Web & DTV
– Kiss FM, DAB, Web & DTV

22. London Radio Panel: 65% SOV
22
 Sample: 375 (includes 25% churn)
 Field Test dates: 12 months
 Recruitment: F2F CAPI
 Incentives: The Handset
 Handsets: Nokia & Android (iPhone & BlackBerry)
 Compliance: CATI compliance / courtesy / closure / exit

23. London Panel – Sampling Points

24. 100
120
0
20
40
60
80
0:00:00
1:00:00
2:00:00
3:00:00
4:00:00
5:00:00
6:00:00
7:00:00
8:00:00
9:00:00
10:00:00
11:00:00
12:00:00
13:00:00
Total
14:00:00
15:00:00
16:00:00
17:00:00
18:00:00
19:00:00
20:00:00
21:00:00
22:00:00
23:00:00
London Panel – Total Movement Captured
Total

25. 25
Questions?
25
An Overview of MediaCell